Content strategy has changed over the past decade. It wasn’t popular at the beginning of the decade, and now you can’t have successful content without it. It used to be very simple, with only putting out advertisements on billboards or book covers. While today your content strategy needs to have an actual plan with more than one platform.
Rachel Lovinger said, “The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication to do this effectively.”
Content strategy’s evolution didn’t only occur through search engines. Social media’s rise influenced content strategy, as well. As social media platforms grew and evolved, it popularized a different type of content consumption. It created pointed content, while search engine content was passive. Pointed content is when the content is targeted to a specific audience, while passive content is for a general audience. Social media also created the story arch of having a lot of content, whether it’s good or not. Then after social media, video made a massive push forward. As of 2017, over 50% of consumers wanted to see videos from their favorite brands. YouTube changed the landscape of content strategy. (Fuchs, Jay)
Throughout the decade, the number one thing that we’ve learned as a society is that you will become irrelevant if you don’t adapt to the world. For example, Blockbuster, a former provider of movies and video game rental services, did not adapt to the rise of Netflix and streaming services. Which meant Blockbuster’s business model needed to change; unfortunately, it didn’t. Blockbuster didn’t adapt to its environment, and that caused its downfall. As the internet became more interactive and user experience based, content strategy changed, and continuously updated. This means that companies need to step up and make sure that everything they put out into the public is what they want and need, with minimal issues. The content strategy needs to be extremely detailed and foolproof.
Content strategy will continue to change, and above are only a few ways that content strategy has changed over the past decade. It’s changing now due to the pandemic we are living in. Before the pandemic hit, there were content strategies in place, but they could incorporate and adapt it because they had the plan. COVID-19 also made other companies think of new content strategy plans to adapt to the situation. For example, IKEA has used COVID-19 to their advantage in their content strategy. They created new ads that emphasize reconnecting with your home. The ad was selling IKEA’s mission and is relevant to its audience, but the ad didn’t try to sell directly to viewers. It also encouraged people to stay home.
“10 Businesses That Failed to Adapt.” e, http://www.e-careers.com/connected/10-businesses-that-failed-to-adapt.
Branscum, Chelsea. “5 Brands Doing Content Marketing Well During COVID-19.” Influence & Co. Blog, blog.influenceandco.com/5-brands-doing-content-marketing-well-during-covid-19.
Daniel Weisbeck, Netbiscuits. “Context Is King – Long Live the King.” Wired, Conde Nast, 7 Aug. 2015, http://www.wired.com/insights/2014/01/context-king-long-live-king/.
Fuchs, Jay. “The Evolution of Content Marketing: How It’s Changed and Where It’s Going in the Next Decade.” HubSpot Blog, blog.hubspot.com/marketing/future-content-marketing.
Halvorson, Kristina, et al. “The Discipline of Content Strategy.” A List Apart, 17 Dec. 2008, alistapart.com/article/thedisciplineofcontentstrategy/.
Lovinger, Rachel, et al. “Content Strategy: The Philosophy of Data.” Boxes and Arrows, 20 June 2019, boxesandarrows.com/content-strategy-the-philosophy-of-data/.